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Introduction

Introduction


Nearly ten years since the first corporate blogs launched, social media dominates professional marketing conversations. The effect of social media on the marketing organization is unquestionable. Yet chief marketing officers struggle to define their role within the enterprise. They are the shortest tenured senior executive in most companies, usually lasting only 28 months.1

Two recent studies reveal that while the social tools are newsworthy, many marketing organizations still butter their bread with traditional public relations, advertising, and direct marketing. The CMO Council issued a report at the end of 2011, which revealed only 34 percent of its members are completely integrating social media into their larger marketing strategy.2 An IBM study of 1,700 CMOs revealed only a minority are tracking customer reviews (48 percent) and relevant blog posts (26 percent).3


  

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